BrainFluence 100 ways to persuade and convince consumers with neuromarketing

Contents Preface: Why Brainfluence? Acknowledgments About the Author Chapter 1: Sell to 95 Percent of Your Customer’s Brain Brainfluence Takeaway: Stop Selling to Percent of Your Customer’s Brain Section One: Price and Product Brainfluence Chapter 2: The “Ouch!” of Paying Bundling Minimizes Pain Fairness Counts Credit as Painkiller Brainfluence Takeaway: Minimum Pain, Maximum Sales Chapter 3: Don’t Sell Like a Sushi Chef Paying for Pain Avoidance Brainfluence Takeaway: Avoid Multiple Pain Points Chapter 4: Picturing Money No Money in Sight Restaurant Lessons Brainfluence Takeaway: Use Money Cues Wisely Chapter 5: Anchors Aweigh! Gasoline: Drifting Anchor Real Estate Prices Less Familiar Products Irrational Anchors Presetting an Anchor Brainfluence Takeaway: Be Careful Where You Drop Your Anchor! Chapter 6: Wine, Prices, and Expectations Brainfluence Takeaway: Be Careful With Discounts Chapter 7: Be Precise With Prices Brainfluence Takeaway: Use Precise Pricing Chapter 8: Decoy Products and Pricing How Decoys Work Decoys in Real Estate Brain Scan Evidence Brainfluence Takeaway: Try a “Not-So-Good” Decoy to Push Your Top Product Chapter 9: How About a Compromise? Brainfluence Takeaway: Add a High-End Product Chapter 10: Cut Choices; Boost Sales Choice Fatigue Brainfluence Takeaway: Find Your Choice Sweet Spot Section Two: Sensory Brainfluence Chapter 11: Use All the Senses Brand Fragments Brainfluence Takeaway: Appeal to All Five Senses Chapter 12: Does Your Marketing Smell? More Scent Effects Bad Smells Brainfluence Takeaway: Own Your Smell Summary: Think Smell Chapter 13: Learn From Coffee Nespresso’s Dilemma Brainfluence Takeaway: Give Your Product a Sensory Tweak Chapter 14: Sounds Like Changed Behavior Brainfluence Takeaway: Find Background Music That Works! Chapter 15: The Sound of Your Brand The Musical Logo Beyond Music Brainfluence Takeaway: Find and Keep Your Key Audio Branding Elements Chapter 16: Exploit the Brut Effect Brainfluence Takeaway: Use Scent to Be Memorable Chapter 17: Smelly but Memorable Tagline Recall Enhanced Purchase Triggers Brainfluence Takeaway: Unique Scents Boost Memorability Chapter 18: Learn From Yogurt Brainfluence Takeaway: Important Product Characteristics May Not Be Obvious Section Three: Brainfluence Branding Chapter 19: Neurons That Fire Together The Monkey’s Paw Anything for a Smoke I Like It, but Why? Pavlovian Branding Brainfluence Takeaway: Keep Your Brand Associations Consistent Chapter 20: Who Needs Attention? Low Attention, No Attention “Ignored” TV Commercials Fast-Forward Branding Branding Without Seeing Familiarity Breeds Likeability (in Milliseconds!) Brainfluence Takeaway: “No Attention” Doesn’t Mean “No Results” Chapter 21: Passion for Hire Tech Passion Brainfluence Takeaway: Feel the Passion Chapter 22: Create an Enemy The Tajfel Experiment Us Versus Them Compare People, Not Products Our Customers Are Different/Better The Etsy Approach Godin and Tribes Brainfluence Takeaway: Make Your Customers Feel Like Members of a Group Section Four: Brainfluence in Print Chapter 23: Use Paper for Emotion A Cautionary Note Optimizing Paper-Based Marketing Digital Lesson Brainfluence Takeaway: Paper Means Emotion Chapter 24: Vivid Print Images Change Memory Brainfluence Takeaway: Use Vivid Images in Print Chapter 25: Paper Outweighs Digital Weighty Words Brainfluence Takeaway: Bulk Up for Impact Chapter 26: Use Simple Fonts Brainfluence Takeaway: Simple Fonts Spur Action Chapter 27: When to Get Complicated Brainfluence Takeaway: Use Complex Fonts and Big Words to Enhance Your Product Chapter 28: Memorable Complexity Brainfluence Takeaway: Boost Recall With Complex Fonts Section Five: Picture Brainfluence Chapter 29: Just Add Babies! Brainfluence Takeaway: Baby Pictures Draw the Eye Chapter 30: Focus, Baby! Brainfluence Takeaway: Use the Baby’s Gaze to Direct Attention Chapter 31: Pretty Woman Brainfluence Takeaway: Test People Photos Chapter 32: Itsy, Bitsy, Teeny, Weeny More Arousal, Worse Decisions Bigger Is Better, and It’s Not What You Are Thinking! Brainfluence Takeaway: Sexy Women Affect Male Decisions Chapter 33: Photos Increase Empathy Brainfluence Takeaway: Include a Photo If Empathy Will Help Your Cause Section Six: Loyalty and Trust Brainfluence Chapter 34: Build Loyalty Like George Bailey Instant Loyalty, Just Add Imagination Brainfluence Takeaway: Use Counterfactual Scenarios to Boost Loyalty Chapter 35: Reward Loyalty Loyalty Point Power Brainfluence Takeaway: Offer Loyalty Rewards Chapter 36: Loyalty, Rats, and Your Customers Brainfluence Takeaway: Give a Head Start Chapter 37: Time Builds Trust and Loyalty Brainfluence Takeaway: Quality Contact Time Counts Chapter 38: Ten Words That Build Trust Brainfluence Takeaway: Tell ’em to Trust You Chapter 39: Trust Your Customer Brainfluence Takeaway: Show Trust to Get Trust Section Seven: Brainfluence in Person Chapter 40: It Pays to Schmooze Brainfluence Takeaway: Schmooze First; Bargain Later Chapter 41: Shake Hands Like a Pro How About a Nice Massage? Brainfluence Takeaway: Touch Is Important Chapter 42: Right Ear Selling Brainfluence Takeaway: Favor Your Prospect’s Right Ear Chapter 43: Smile! The Price of a Smile Brainfluence Takeaway: Smiles, Even Smiling Images, Help Sales Chapter 44: Confidence Sells Confidence Man: Jim Cramer Natural Mind Readers Brainfluence Takeaway: Demonstrate Confidence Chapter 45: Small Favors, Big Results Got the Time, Buddy? Signs of Success Foot in the Door Brainfluence Takeaway: Ask for a Small Favor First Chapter 46: Hire Articulate Salespeople Brainfluence Takeaway: Hire Articulate People Chapter 47: You’re the Best! Brainfluence Takeaway: Use Ethical Flattery Chapter 48: Coffee, Anyone? Brainfluence Takeaway: Serve Hot Beverages Chapter 49: Candy Is Dandy Brainfluence Takeaway: Try the Truffle Strategy Chapter 50: Selling Secrets of Magicians People Focus on Only One Thing Motion Attracts Our Attention Big Motions Beat Little Motions The Unexpected Attracts Us Mirror Neurons Engage Us Cut the Chatter Brainfluence Takeaway: Learn From Magicians Chapter 51: Soften Up Your Prospects Brainfluence Takeaway: Soften Up Your Prospects Section Eight: Brainfluence for a Cause Chapter 52: Mirror, Mirror on the Wall Brainfluence Takeaway: Let Donors See Themselves Chapter 53: Get Closer to Heaven Lifting Generosity Elevating Cooperation Practical Implications Business Applications Brainfluence Takeaway: Control Altitude, Change Attitude Chapter 54: Child Labor Brainfluence Takeaway: Use Babies to Boost Altruism Chapter 55: Give Big, Get Bigger Nonprofit Reciprocity Strategy Business Reciprocity Brainfluence Takeaway: Gift Your Prospects Chapter 56: Make It Personal Brainfluence Takeaway: Make It Personal Business cards The Buying Brain (Pradeep) Buying pain: and anchor prices avoiding overview of tightwad customers Caffeine Caples, John Carnegie, Dale Chabris, Christopher Chan, Elaine ChildFund Choices Cialdini, Robert Cigarette packaging Clark, Brian Coca Cola Coffee Cognitive dissonance Comfort Commercials See also Infomercials Computers Confidence Confirmation bias Conscious mind Consumers decision making by expectations of feedback from imagination of infovore participation in contests and personalization spendthrifts surprising tightwad want vs should conflicts of Contact information, obtaining Cooperation Copywriting effectiveness of functional shifts in and importance of words for men product naming in promoting free products in promoting new products in simple slogans in stories used in surprising the brain with testimonials used in useful adjectives for use of percentages in Counterfactual scenarios Cramer, Jim Credibility Credit cards: purchasing with reward programs with spendthrifts’ use of CRM (customer relationship management) software Cruises Cues: avoiding business money-related and neuroplasticity Customer brain See also Consumers Customer interactions, see In-person interactions Customer relationship management (CRM) software Daily deal sites Daly, Martin Decision making: fMRI research on lags in and simple marketing Decoy products Demand curve Dempsey, Melanie Differentiation Digital media See also Internet advantages of capabilities of font effects for Dinner seating Direct mail Direct marketers Discounts: price and product brainfluence for tightwads Dollar General Dopamine Doubletree Dress code du Plessis, Erik Ear preferences Economist Efficiency Electroencephalogram (EEG) technology: function of measuring event-related potentials Electronic loyalty programs Emotion Emotional Design (Norman) Empathy Employees Enemies Energy drinks Entrepreneurs Ersner-Hershfield, Hal E-Trade Etsy Event-related potentials Evolutionary psychologists Expectations, customer Expedia Exposure Eye-tracking technology Fairness Falk, Armin Familiarity, product Fast-forward branding Favors, asking for small FedEx Felons Fibonacci sequence Field, Peter First impressions Flagship stores Flattery fMRI research, see Functional magnetic resonance imaging research Font effects Foot in the door approach Framing strategy Freud, Sigmund Functional magnetic resonance imaging (fMRI) research: on branding on buying pain on decision making on emotional processing function of on human response to beauty on memory on rewards on stories’ effects on brain on wine tasting Functional shifts Gasoline Gazzaley, Adam Gender and mating and sales and simplicity women’s effect on men Generosity Gershwin, George Gifts Gladwell, Malcolm Goal gradient hypothesis Gobe, Marc Godin, Seth Golden mean Golfing Google Group membership Groupon Heath, Robert Hebb, Donald The Hidden Persuaders (Packard) High-end products See also Luxury products Hill, Dan Hippocampus Hole-in-one golf fundraisers Hollister Hot beverages Iacocca, Lee IKEA Imagination Implicit egotism Infomercials Information technology (IT) Infovores Injured people Innerscope Research In-person interactions asking for small favors benefits of beverages for candy in comfort in confidence in flattery in handshakes for and paying attention role of articulate salespeople in smiling during speaking into person’s right ear during talking too much in Instant gratification Institute of Practitioners in Advertising (IPA) Insurance Interactions, in-person, see In-person interactions Internet first impressions on gathering contact information on and golden mean and humanizing computer interactions logos on ownership imagery on scarcity effect on search engine result pages on targeting baby boomers on Involuntary memory IPA (Institute of Practitioners in Advertising) iPhones IT (information technology) It’s a Wonderful Life J Peterman Janiszewski, Chris Jobs, Steve Jones Soda Kalin, Rob Kelly, Spencer D “Knowledge addiction” Laird, Donald Language processing Language skills Laran, Julio Lexus Life insurance Lindstrom, Martin Loewenstein, George: and buying pain and disguising pain points and real estate prices and short-term gratification Logic Logos Loyalty See also Trust building and goal gradient hypothesis as important tool rewarding Luntz, Frank “Luxury” messages Luxury products McCain, John McDonald’s Magazines See also Print media Magicians, strategies of Magnetoencephalography (MEG) research Mailing lists Marketing: assumptions about for complex products decoy establishing credibility in impact of mobile nonprofit, see Nonprofit marketing Marlboro Marzoli, Daniele Massages Medina, John MEG (magnetoencephalography) research Memory: caffeine for boosting fMRI research on and print media of smells Men: effect of women on preference for simplicity romantic priming for Mere exposure effect Michelin Microsoft Milkman, Katherine Miller, Geoffrey Mind meld Mirrors Mirror neurons Mirsky, Steve Mitchell, Andrew A Mobile marketing Money Montague, Read Montgomery, Nicole Moore, Don Motion Multitasking Music Muzak Nass, Clifford Nespresso Nestlé Netflix Networking events “Neuro-engagement” NeuroFocus Neurological iconic signatures (NISs) Neuromarketing See also specific headings advancements in defining and search engine optimization Neuromarketing blog Neuroplasticity Neuroscience Neuro Web Design (Weinschenk) Newlin, Kate New products Newspapers See also Print media Nextel N400 negative peak Nicholson, Scott Nike NISs (neurological iconic signatures) Nocera, Christopher C Nonconscious mind, see Subconscious mind Nonprofit marketing asking for big donations in avoiding business cues in and cooperation and generosity gifts in mirrors in personalization in pictures in visibility of Norman, Don Obama, Barack Olfactory branding See also Smell(s) One to One Interactive (OTOI) Online retailers See also Internet Outing, Steve Overstock.com Ownership Oxytocin Packard, Vance Pain, buying, see Buying pain Pain avoidance Panera Bread Parthenon Passion brands Pavlov, Ivan Peck, Joann Pepsi Percentages Per-item pricing Perot, Ross Personalization Photo business cards Pictures of attractive people of babies focusing eyes on increasing empathy with sexy Pradeep, A K Preconscious mind, see Subconscious mind Predictably Irrational (Ariely) Premium pricing Price and product brainfluence anchor prices in and buying pain cutting choices for with decoy products and discounts with high-end products precision in pricing models role of priming in Pricing: models for per-item precision in Priming: by order overview romantic subliminal Pringle, Hamish Print media expressing emotion with font effects for and memory need for weight of Procter & Gamble Product(s) See also Price and product brainfluence decoy familiarity with free high-end luxury naming of new packaging of pairing of selection of smell of touching Proust, Marcel Rajagopal, Priyali Ralph Lauren Rasputin Rats Rationality Real estate prices Reciprocity Relativity (decoy marketing) Retail environments: products in smells in Rewards Rhapsody in Blue Rice Krispies Roberts, Neil Rogers, Todd Romantic priming Ross Roth, Al RueLaLa.com Rule, Laura Sales office layout Salespeople Sales psychology Sampling Samsung Sands, Stephen Sands Research Sanna, Lawrence “Savings” messages Scarcity Scent, see Smell Schwarz, Norbert Search engine optimization (SEO) Search engine result pages (SERPs) Sears Seating Segmentation Self-service help Sengupta, Jaideep Sensory brainfluence of brands of coffee sellers smell sound using all senses yogurt products SEO (search engine optimization) SERPs (search engine result pages) Sexy pictures Shakespeare, William Shatz, Carla Shipping upgrades Shiv, Baba Shopping and apologizing for failures and customer feedback for luxury products and pairing products power of touch in Shu, Suzanne Sight Simons, Daniel Simonsohn, Uri Simplicity Singapore Airlines Slovic, Paul Smell(s) bad Brut effect distinctive memorable overview Smiling Smith, Fred Social identity Software Song, Hyunjin Sound Spendthrifts Sponsorships Sprint Starbucks Statistics Sticker price framing Stories (copywriting): effective negative Subconscious mind: decision making in and flattery percent of brain activity in Sushi Switching costs Taglines Taijfel, Henri Taste Telemarketing Television Testimonials Thaler, Richard THOMAS (the human oxytocin-mediated attachment system) Thomas, Dave Thomas Pink Tightwads Timing TireRack.com Tommasi, Luca The Tonight Show Touch, sense of Trademarking Travel Trump, Donald Trust See also Loyalty contact time for building in customers as important tool language for creating Tunnel vision Ultimatum game Uncertainty United Airlines The Upside of Irrationality (Ariely) Uy, Dan Vaccines Venture capitalists Vohs, Kathleen Walmart Wansink, Brian “Want vs should” conflicts Web design Websites See also Internet branding on first impression of and golden mean Weinschenk, Susan Williams Sonoma Wilson, Margo Wine Winkielman, Piotr Wiseman, Richard Wittmann, Bianca Women: effect on men and in-person interactions language processing by romantic priming for as salespeople Women Make the Best Salesmen (Brem) Words That Work (Luntz) Wray, Herbert Yogurt Your Money and Your Brain (Zweig) YouTube Zajonc, Robert Zak, Paul Zaltman, Gerald Zappos Zweig, Jason ... of Congress Cataloging-in-Publication Data: Dooley, Roger, 195 2Brainfluence : 100 ways to persuade and convince consumers with neuromarketing / Roger Dooley p cm ISBN 978-1-118-11336-3 (hardback);... about customers and sales, but many of the concepts are applicable to the nonprofit sector as well Every nonprofit today has to accomplish more with fewer resources, and many of the topics here... company fails to honor them Neuromarketing is simply another technique that marketers can use to understand their customers and serve them better Most companies seek to build their brand for the